TOP 100 American Brands

1. U.S.BRAND 2010
TOP 100 Brands
of United States
U.S.Brand 2010 |1|

2. About
MPP Consulting agency presents the first rating of Brands of United States.
The main objective of the U.S.Brand 2010 rating was to determine the TOP 100 most
expensive Brands of United States, as well as their current market value, based on the
performance of companies brand-owners, their market position and opportunities of
companies and their brands.
Under existing conditions of the world economy, rather important aspect of business for each
company is the presence of a strong brand, which allows to retain a substantial market share,
as well as enable the company to actively develop and distribute their products in new
markets.
As a rule, for a large global company's brand is one of the most expensive of its assets in the
total value of the company compared with manufacturing facilities or other tangible or
intangible assets. And this trend continues to grow every year.
The rating U.S.Brand 2010 includes only brands created in United States or for American
goods or services. Geographical origin of brands to the United States was the main criterion
for brand selection to be evaluated in this rating.
* All rights to brands and trademarks mentioned or referred to in the rankings belong to their respective owners.
U.S.Brand 2010 |2|

3. Methodology
The methodology of the brand evaluation based on the evaluation of activity of companies
brand-owners, and also takes into account several factors, that show the market conditions
that influence the brands, possible threats and perspectives of every industries development.
This methodology is based on analysis of factors influencing the market value of the brand:
the company's position in the market, consumer value of the brand, as well as factors that
show the trends of the company and its brand.
Brand value calculation formula:
Vb = Pt*Fc*(Qi*Qc*Qf*Qm)*Uid
Vb – brand value
Pt – static coefficient
Fc – composite financial index
Qi – investments coefficient
Qc – geographical coefficient
Qf – technique coefficient
Qm - competitive coefficient
Uid – unique ID
It is worth noting that the brand value includes only the cost of the brand (name), excluding
production facilities, infrastructure, patents, inventions and other tangible or intellectual
property.
* Value of Brands in rating indicated in millions $
U.S.Brand 2010 |3|

4. TOP 100 Rank 1 - 20
Brand Value, mln.$ Logo Industry
1 Google 80 500 Internet
2 Walmart 74 200 Retail
3 Microsoft 61 340 Computer software
4 Coca-Cola 58 200 Drinks
5 McDonald's 45 088 HoReCa
6 Nike 33 000 Clothing & Fashion
7 Apple 23 390 Electronics
8 Windows 22 250 Computer software
9 IBM 21 325 Electronics
10 Gillette 19 550 Cosmetics
11 Budweiser 18 500 Beer
12 Disney 18 230 Media
13 Facebook 17 550 Internet
14 Procter & Gamble 17 300 Household chemistry
15 AT&T 16 900 Telecoms
16 Amazon.com 16 572 Internet
17 GAP 15 800 Clothing & Fashion
18 Motorola 14 880 Electronics
19 Pepsi 13 188 Drinks
20 iPhone 12 200 Electronics
U.S.Brand 2010 |4|

5. TOP 100 Rank 21 - 40
Brand Value, mln.$ Logo Industry
21 Wells Fargo 11 533 Financial services
22 Mobil 11 440 Oil & Fuels
23 Citi 11 220 Financial services
24 Verizon 11 200 Telecoms
25 HP 10 910 Electronics
26 Chevron 10 765 Oil & Fuels
27 Lowe's 10 720 Retail
28 Visa 9 800 Financial services
29 Pampers 9 280 Hygiene goods
30 MasterCard 9 112 Financial services
31 Walgreens 8 970 Pharmacy
32 Marlboro 8 760 Tobacco
33 Kleenex 8 700 Hygiene goods
34 Cisco 8 640 Electronics
35 Bank of America 8 245 Financial services
36 UPS 8 170 Delivery
37 American Express 8 135 Financial services
38 Home Depot 8 077 Retail
39 Kellogg's 7 926 Foods
40 Dell 7 890 Electronics
U.S.Brand 2010 |5|

6. TOP 100 Rank 41 - 60
Brand Value, mln.$ Logo Industry
41 Tide 7 450 Household chemistry
42 ebay 7 343 Internet
43 Oracle 6 940 Computer software
44 Starbucks 6 740 HoReCa
45 FedEx 6 551 Delivery
46 MTV 6 500 Media
47 Costco 6 222 Retail
48 General Electric 6 203 Engineering
49 Intel 5 950 Electronics
50 Sears 5 490 Retail
51 Crest 5 220 Cosmetics
52 Yahoo! 5 180 Internet
53 Esso 5 075 Oil & Fuels
54 Playboy 5 000 Media
55 Target 4 911 Retail
56 Harley-Davidson 4 750 Automotive
57 Johnson & Johnson 4 615 Cosmetics
58 Colgate 4 600 Cosmetics
59 Cadillac 4 400 Automotive
60 Youtube 4 350 Internet
U.S.Brand 2010 |6|

7. TOP 100 Rank 61 - 80
Brand Value, mln.$ Logo Industry
61 Ford 4 254 Automotive
62 Heinz 4 120 Foods
63 ConocoPhillips 3 955 Oil & Fuels
64 Gatorade 3 900 Drinks
65 Jeep 3 805 Automotive
66 Goldman Sachs 3 655 Financial services
67 Caterpillar 3 525 Engineering
68 Kodak 3 416 Electronics
69 Xerox 3 380 Electronics
70 Goodyear 3 350 Chemistry
71 Western Union 3 270 Financial services
72 Castrol 3 226 Oil & Fuels
73 Wrigley 3 177 Foods
74 KFC 2 995 HoReCa
75 Bing 2 918 Internet
76 CNN 2 850 Media
77 Aetna 2 770 Insurance
78 Energizer 2 683 Equipment
79 AIG 2 609 Insurance
80 Boeing 2 530 Aerospace
U.S.Brand 2010 |7|

8. TOP 100 Rank 81 - 100
Brand Value, mln.$ Logo Industry
81 Duracell 2 440 Equipment
82 Polo Ralph Lauren 2 352 Clothing & Fashion
83 Avon 2 300 Cosmetics
84 Chevrolet 2 280 Automotive
85 Honeywell 2 132 Engineering
86 Hilton 2 000 HoReCa
87 Adobe 1 949 Computer software
88 Head & Shoulders 1 913 Household chemistry
89 Calvin Klein 1 860 Clothing & Fashion
90 Continental Airlines 1 680 Transport
91 Chrysler 1 620 Automotive
92 Hyatt 1 550 HoReCa
93 Forbes 1 330 Media
94 Twitter 1 220 Internet
95 3M 1 212 Chemistry
96 Levi's 1 201 Clothing & Fashion
97 Southwest Airlines 1 185 Transport
98 Estée Lauder 1 150 Clothing & Fashion
99 Hertz 1 108 Transport
100 John Deere 1 047 Engineering
U.S.Brand 2010 |8|

9. Conclusions
The rating U.S.Brand 2010 is the 8th rating of the project TOP National Brands, launched in
2010, and is the first rating of Brands of United States.
Methodology of brands evaluation, created by our agency and applied in TOP National
Brands project, allow to consider all the parameters that define the real market value of each
brand, and provides an opportunity to identify and create a list of the most expensive national
brands in each country.
We hope that this rating will allow companies and investors to be guided in the national
market and also in the global and strongly competitive markets, and to determine for
themselves the ways of further effective development of their brands and business.
MPP Consulting
Ukraine, Kyiv
tel: +380-44-361-46-47
www.mppconsulting.com.ua
office@mppconsulting.com.ua
U.S.Brand 2010 |9|